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Nokia's fontastic Pure wins 'design Oscar'

So THAT'S why Microsoft bedded the mobe-maker

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Nokia Pure - the "humanist sans" typeface of the Finnish mobemongerer - has won the graphics category of this year's UK Design Museum Design Awards.

Nokia Pure was unleashed on an astounded world last year amid much whalesong and joss-stick fug. The font's creator, Bruno Maag, described his typographical masterpiece as an "elegantly simple typeface that doesn't draw attention to itself, but is still distinctive and different".

Nokia went on to crank up the cetacean ambient CD to 11, by asserting Pure was "based on the idea of seamless, fluid motion".

It added: "The generous, rounded characters seem almost to flow into each other, as if there's no beginning and no end. Their movement is gentle and pleasing, like ripples on a pond."